Founded in 1899, the YONEX All England Open Badminton Championships stands as a beacon of sporting excellence, witnessing athletes from across the globe vie for the coveted champion title. With a global audience exceeding 350 million, there's an inherent need for a brand identity that resonates across diverse demographics. Enter monopo London, the creative agency entrusted with the task of rejuvenating this iconic brand.
Bridging Past and Future
While the YONEX All England has a rich history, the objective was to transform it into a festival of badminton, infusing the fervor felt during the live matches. This rebrand aimed to retain its storied roundel logo but modernized it for the digital age, targeting the younger audience. A refreshing color palette emerged, blending the heritage blue and green with neon tones and warm burnt orange hues inspired by Badminton England's signature color.
Innovative Design Elements
monopo's innovative approach spotlighted the shuttlecock pattern within the logo. This motif became a versatile graphical element, creating dynamic compositions that resonate with the sport's energy. Moreover, using this repeated shuttlecock pattern alongside a masking technique, a distinct graphic strip emerged, encapsulating the tournament's verve.
An Experiential Journey
To emulate the sheer intensity of live badminton, monopo incorporated bold italic sans-serif typography with captivating statements: “All the action. All together. All of badminton.” This, combined with strategically cropped visual windows focusing on explosive in-game moments, offers viewers an immersive experience. The integration of motion design amplifies this impact, ensuring the brand's digital presence is as compelling as its physical counterpart.
Mélanie Hubert-Crozet, monopo's Creative Director, emphasized the importance of a dual expressive identity, allowing fans, whether on-site or online, to feel the palpable energy of the live games.
With a broader aim of popularizing badminton and forging global connections, the revamped identity is not just for an annual event. It's envisioned as a platform to broadcast a myriad of content throughout the year, enabling audiences worldwide to relish the thrill of live badminton.
Jenny Clark, Badminton England's Commercial Director, expressed her anticipation for the refreshed brand's debut next March, echoing the sentiment that the new design captures the sport's unique allure.
The 2024 YONEX All England Open Badminton Championships awaits fans from March 12-17 at Birmingham's Utilita Arena. For detailed information and ticket procurement, the official website is a click away: [allenglandbadminton.com](https://www.allenglandbadminton.com/).
In conclusion, monopo London's fresh take on the YONEX All England brand elegantly marries its illustrious past with a vibrant future, setting the stage for an electrifying badminton spectacle.
Branding and visual identity artifacts
- Creative Director: Mélanie Hubert-Crozet
- Strategic Director: Mattijs Devroedt
- Creative Producer: Maud Dedecker
- Lead Graphic Designer: Ferdaws Alizada
- Graphic Designer: Jack MacKinnon
- Project Manager: Mary Wu
- Motion Designers: Christophe Davids, Kryštof Ježek, Christian Rubio
- Chief Executive Officer: Sue Storey
- Commercial Director: Jenny Clark
- Head of Major Events: Chris Miller
- Marketing Manager: Chris Phillips
- Communications Manager: Emma Eveleigh
- Graphic Designer: Lucy Willson